You see a lot of visuals on LinkedIn. Most are forgettable. Some are cheap scroll-stoppers. And a rare few are actually great.

On Thursdays, I examine a visual, or “Intellectual Headshot” as I call them, that caught my eye, and break down why it works.

Today, it’s from SaaS thought leader and CSO at Faire, Dan Hockenmaier.

Last week’s lesson of the-simpler-the-better strikes again.

You might look at the visual above and say, “that’s just a 2x2 with logos”

And I’d say, that’s exactly why it works.

Let’s zoom out first for context.

Dan dropped this earlier today as a teaser for his new essay about his prognosis on the software landscape in the face of AI disruption.

He leads with the premise that this month’s sell-off/bloodbath affecting anything that smelled like software was ‘indiscriminate,’ and that now, the market will start to choose winners and losers.

Cue the opportunity for someone like him to come in and introduce a POV and rationale (aka, a framework) with which you can assess which software companies are going to thrive and which are going to struggle.

He suggests two forces at play: switching costs and compounding value.

And then placed companies in boxes based on his own assessment.

With respect to the visual itself — it has one job: to draw you in, and it does it quite well.

Here’s why:

1. The logos are a siren - we see these logos everyday, but not usually all in one place. That in itself grabs attention.
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2. The 2x2 signals an evaluative framework — Simple enough to earn a longer glance and get your bearings. And once you realize it’s making predictions, it’s irresistible for engagement.
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3. The chosen companies wave at you — They scream for you to identify with them. You’re subconsciously scanning for your company, or your former company, or your friend’s company, or companies you invest in.
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   Where are they on this map? Are they going to make it? Should I send this to my friend who works at [xx]? Should I be adjusting my portfolio?
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4. And then you insert your own - ‘My company isn’t listed — where would I place us?”

Before you know it, you’ve accepted, internalized and even applied Dan’s POV.

In a matter of seconds.

Before you’ve even read his piece.

That’s the power of visual frameworks.

They illustrate your point, yes.

But deeper than that, they activate your audience to absorb and apply your POV on impact, almost as a reflex.

Which then invites a deeper conversation within your structure.

Giving you the expert’s upper hand.

But this all goes to hell if it’s not distilled down simply, to “just a 2x2 w logos.”

It takes time to get to 'simple' -- but it's worth it.

💡

-Wes

P.S. Did you see yesterday's sneak peek of my new visual sales page?

I drank my own Kool-Aid and built a visual story about my client Headshots process.

I'd love to hear what you think before I push it out more broadly next week!

(Thanks to all those who sent in kind words and feedback 🙏 )